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New Survey Shows Impact of Gambling Advertising on Customers
The UK Gambling Commission (UKGC) has published its latest survey which reveals the impact of gambling advertising on customers. The survey included data from 6258 respondents.
Of the 4,566 respondents who had gambled in the past 12 months, 34% said that a post or media had prompted them to spend money on a gambling activity in that period.
Free bets or money to spend with a gambling company was the most likely to prompt a customer to engage in gambling, with 22% of gamblers reporting doing so.
Advertising on social media and TV had each prompted 15% of gamblers to gamble in the last 12 months. Direct marketing, sports sponsorships and newspaper advertising prompted 9%, 8% and 7%, respectively.
The Gambling Commission also asked those who had reported seeing gambling ads how, if at all, those ads had changed their gambling habits.
Of those respondents who had reported seeing traditional advertising from gambling companies – such as television or print ads – 52.8% said that the advertising had not changed the amount that they gambled.
Meanwhile, 13.0% said such ads prompted them to start gambling for the first time, while 16.3% said these traditional ads prompted them to increase the amount that they gamble.
A further 14.7% were prompted to restart gambling after taking a break from the activity because of these ads. Meanwhile, 10.1% said the ads prompted them to change what they gambled on or try a new form of gambling.
Free bets or money to spend with a gambling company was shown to be the most effective new customer acquisition method, as 25.9% of those who had gambled in the last 12 months and seen posts or advertising said that free bets prompted them to start gambling for the first time.
Free bets also led to 18.6% of viewers restarting gambling after taking a break.
Of the advertising methods examined, the Gambling Commission said free bets had the lowest rate of responses saying they had not changed the amount that respondents gambled, at just 35.2%.
Direct marketing via email, text message or push notification appeared to be more effective with existing or lapsed customers, however. It was cited by most respondents as prompting them to increase the amount they gambled, at 21.8%. It was also the method that prompted most people to restart gambling after taking a break, at 19.6%.
The figures also showed that 85% of those surveyed reported having seen any gambling advertising or sponsorship. In total, 83% reported having seen advertising and 78% having seen sponsorship.
These figures are down on 2019’s survey which showed 87% of people had seen advertisements or sponsorships, with 86% seeing advertisements and 82% sponsorships.
Television advertising was the most widely seen format for gambling advertising, with 76% of respondents reporting seeing this.
Gambling sponsorships on TV, radio or podcasts were the next most common format for people to see, at 67%. Other common places to see gambling advertising or sponsorships were on sports merchandise (60%), in sports venues (59%) and online outside social media (56%).
The least common reported place to see a gambling advertisement was via direct marketing, either by email, text message or push notification, which 37% of respondents reported seeing.
The data showed that young people are more likely to see gambling advertising online, with 77% of people aged 18 to 24 saying they had seen gambling ads online, compared to 55% of those 65 and over.
Of those surveyed, most (68%) said they use social media but don’t follow gambling operators or companies. Meanwhile, 17% said they do not use social media or streaming platforms, and 16% said they do follow or watch gambling companies.
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Kai Botha
QTech Games continues to move fast with Playnetic integration
QTech Games, the leading game aggregator for all emerging markets, has announced its latest partnership with Playnetic, an emerging force in iGaming casino entertainment content allowing its platform clients access to another timely delivered portfolio of games focusing on immersive experiences.
Integrating games from one of the more visually stunning slots providers adds yet more variety to QTech Games’ premier platform, which is taking the widest range of online games to emerging territories with established names sitting alongside the industry’s most exciting up-and-coming providers. Playnetic’s standout titles include recent releases like Patrick vs Joker, alongside established fan favourites such as Joxer, Scarabs of Wealth and Lucky Licks.
Playnetic prides itself on creating engaging, innovative and high performing games that are suitable for all global gaming markets, delivering a personalised approach, which offers operators more flexibility in their iGaming content choices to suit specific markets. This integration also ensures QTech’s array of operator partners can leverage more innovative and high-performing content to stay ahead in a competitive marketplace.
Playnetic’s portfolio has been optimised for mobile, a cornerstone of QTech’s RNG model, which is founded on its fully-owned and customised technical platform, allowing games providers and operators the fastest integration available. With over 50 years’ management experience, QTech Games’ diverse range of gaming options is designed to provide a definitive one-stop shop. While its all-inclusive licence fee model, unified game launcher and wallet integration API mean clients can easily connect and access an all-encompassing portfolio in a few clicks. This has fast-become the “go-to” solution for worldwide operators across developing territories.
Philip Doftvik, QTech Games’ CEO, said: “We will continue to add fresh content to the platform, prioritising suppliers who provide unique, localised content. Playnetic’s immersive and player-focussed gaming suite fits the bill perfectly. Their content brings a new level of energy and engagement which we’re excited to share across our ever-growing group of operators.
Kai Botha, Chief Commercial Officer at Playnetic, added: “Playnetic’s mission is to create innovative, thrilling, and high preforming premium quality games that connect with players across multiple markets. For us that means casino content that is informed by market insights, advances in game play features supported by robust technology and the latest gameplay trends.
This deal marks another significant stride in enhancing our delivery efficiency, accelerating markets access to our games to connect with even more players. We look forward to seeing our games portfolio being available through QTech’s network.”
The post QTech Games continues to move fast with Playnetic integration appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Andrew Cardno
SkyCity Expands its Strategic Partnership with Quick Custom Intelligence
Quick Custom Intelligence (QCI), a leading provider of casino operational intelligence software, announced the expansion of its strategic partnership with SkyCity Entertainment Group, New Zealand’s premier entertainment and gaming company.
SkyCity has successfully utilised QCI Slots for several years to enhance operational visibility, productivity and optimisation across its gaming floors. Building on that foundation, SkyCity is now expanding its engagement with QCI to support a more integrated, enterprise-wide view of customer and operational intelligence across its properties, product channels and services.
The expanded collaboration will introduce additional capabilities within the QCI Enterprise Platform, enabling SkyCity to consolidate data from across its ecosystem and transform it into actionable insight. It introduces enhanced tools to support customer engagement, segmentation and targeted decision-making, helping teams better understand customers, tailor experiences and respond more quickly to changing customer and operational needs. This is a key capability in an increasingly omni-channel environment.
“Our partnership with QCI has developed into a truly strategic collaboration, supporting how we integrate critical customer, product, and operational intelligence,” said Christina Katsibouba, Chief Digital & Transformation Officer at SkyCity.
“As we continue to develop our digital and omni-channel strategy, this expanded engagement reflects a shared goal to use connected data and insights to make better decisions, achieve stronger customer outcomes and create long-term value across the organization. Collaborating closely with QCI allows us to operate with greater agility today, while also shaping the future of how integrated entertainment and gaming businesses utilize intelligence at scale.”
QCI’s Enterprise Platform supports casino resorts worldwide by integrating data from across gaming, hospitality, and digital environments, delivering real-time intelligence that empowers teams to improve efficiency, enhance customer engagement and make faster, more informed decisions.
“SkyCity has been an outstanding partner and an innovative leader in the gaming industry. This expansion reflects the strong foundation we’ve built together and our shared commitment leveraging connected intelligence to drive stronger customer outcomes, support omni-channel strategies, and create a more agile and data-led operating model,” said Andrew Cardno, Co-Founder and CTO of Quick Custom Intelligence.
The continued collaboration between SkyCity Entertainment Group and QCI reflects both organisations’ commitment to innovation, customer excellence and the ongoing advancement of technology within the global gaming industry.
The post SkyCity Expands its Strategic Partnership with Quick Custom Intelligence appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Brooks Pierce
Inspired Entertainment Announces New SaaS Distribution Agreement with Playtech
Inspired Entertainment, a leading provider of B2B gaming content and systems, announced a new SaaS distribution agreement with Playtech, one of the world’s leading gambling technology companies.
Under the agreement, Inspired’s Virtual Sports portfolio, including its market-leading licensed content and U.S. sports offerings, will be distributed via Playtech’s Sportsbook platform to operators worldwide.
The SaaS solution features a cloud-hosted back-end integration with Playtech, allowing for modular delivery that can be adapted to customer needs. Inspired’s Virtual Sports portfolio provides operators with products designed to enhance engagement and drive player growth. This integration enables Playtech’s partners seamless access to Inspired’s Virtual Sports.
“This partnership represents a major milestone for Inspired. By becoming one of Playtech’s Virtual Sports partners, we can deliver our cutting-edge content to a wider global audience via one seamless integration,” said Brooks Pierce, President and CEO of Inspired.
“We are delighted to partner with Inspired Entertainment. This agreement extends our Virtual Sports offering and reaffirms Playtech’s commitment to providing innovative, engaging experiences to players across multiple regulated territories,” said Yori Arami, VP of Sports Commercial at Playtech.
This agreement combines Inspired’s innovative content and cloud-native delivery with Playtech’s established operator network, resulting in a more engaging virtual gaming experience for players.
The post Inspired Entertainment Announces New SaaS Distribution Agreement with Playtech appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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